How it's done : Outside

Have you heard the saying: It’s not what you say that matters; it’s what the other person hears you saying that matters?

Brand strategy is relationship strategy. We build a greater understanding of how and where your company’s core values, beliefs and capabilities interface with the values, beliefs, interests and needs of your primary customer segments. The outcome of this research is a small list of focused messages that bridge the gap between you and your customers.

In order to understand your customers and the relationship they want from you, we typically ask questions like these:

What do customers think of you now and how does that compare to what they think of your competitors?
What really motivates their behavior? [e.g. We look under what they do or think and uncover why.]
What type of brand personality do customers see in you and why?
What types of (your) behaviors undermine your existing brand promise and why?
How do your customers feel when they interact with you and how does that compare to how they’d like to feel?
Where does interaction with your organization fit into the context of the rest of their life?

Next Step: Around

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